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Augmented Reality MOA Psoriasis – Novartis

An Immersive Experience to Understand Psoriasis from Within

At Pixel Medical Animation, we developed an innovative augmented reality (AR) experience for Novartis designed to visually and powerfully demonstrate the mechanism of action (MOA) of their psoriasis treatment. Through an interactive AR model, users can explore in real time how the drug works at the cellular level, visually understanding the role of the immune system, chronic inflammation, and the skin’s regenerative cycle.

We provide medicine with clear, effective, and memorable tools. That’s why Novartis chose an innovative solution: an augmented reality experience to explain the MOA of their biologic treatment targeting Interleukin-17A (IL-17A), which is one of the main contributors of inflammation in psoriasis, in a pedagogical way.

Why is Augmented Reality Effective for Presenting Treatment Solutions?

AR allows the overlay of interactive scientific elements and animations onto the real world, transforming any surface into a window enabling the interior of the component being represented to be seen, thus helping explain the required concepts. This approach has multiple proven advantages:

• Better understanding: Users internalize the MOA more quickly and retain more information.
• High impact: Immersive experiences create more emotional and cognitive impact, making it easier for users to remember the experience.
• Total portabilityl: No specific hardware is required—just a mobile device or tablet.
• Versatility: It can be used in face-to-face, remote, or hybrid formats and can be combined seamlessly across these.

Medical and Scientific Applications of AR

Augmented Reality is not only a visually appealing tool, but also a functional and strategic solution that adapts to different clinical, educational, and commercial environments in healthcare. The MOA experience developed for Novartis demonstrates how AR can successfully be integrated into various stages of the medical and scientific journey.

1. Medical Congresses and Scientific Events

In environments where attention is scarce and time is limited, AR becomes a magnet to draw the professional audience in.

Thanks to its interactivity and visual component, this solution:

• Attracts visitors to the stand: 3D content projected in real space generates immediate curiosity.
• Breaks down comprehension barriers: It explains more concisely than a lengthy document does.
• Encourages scientific discussion: Professionals support their explanations through the app’s visuals.
• Leaves a lasting impression: The interactive experience ensures the user remembers the product experience after the event.

At the European Dermatology Congress, over 75% of attendees who tried the AR returned to share it with others.

2. Medical Team and Sales Force Training

One of the main challenges in training medical representatives and clinical teams is translating scientific knowledge into clear, convincing speech aligned with doctors’ needs. AR solves this challenge efficiently:

• Facilitating technical learning:Allows for visual understanding of processes like immune regulation and monoclonal antibody action.
• Training standardization: Integrates into onboarding and continuous training programs for the sales force.
• Supporting commercial arguments: Serves as a tool in field presentations and one-on-one meetings.
• Strengthening the medical narrative: Enhances the team’s ability to answer high-level clinical questions.

A representative with access to AR can explain the MOA in half the time and with double the impact.

3. Support in Medical Consultations

Patient trust is built with clear information. However, explaining complex immune mechanisms can be challenging in the limited time of a consultation.
Here’s where AR becomes an ally:

• Visualizes treatment action: The patient watches in real-time how the drug works on the disease.
• Improves adherence: By understanding the rationale for treatment, the patient is more committed to continuing the therapy.
• Empowers the doctor-patient relationship: The use of advanced technology creates a sense of professionalism and innovation.
• Serves as a supplementary educational resource: Can be integrated into follow-up materials and education for chronic patients.

4. Medical Teaching and Continuing Education

Teaching immunology, pharmacology, or biotechnology often faces the difficulty of connecting theory with clinical reality.
AR allows abstract concepts to be displayed in a tangible way, it is a high-value teaching tool:

• Ideal for medical, pharmaceutical, and bioscience companies.
• Compatible with both in-person and virtual members.
• Provides support material for instructors and clinical tutors.
• Motivates through technological experiences.

5. Clinical Scenario Simulation and Institutional Use

In hospitals, research centers, or professional training programs, AR allows for controlled simulation experiences with multiple benefits:

• Assessing MOA understanding through guided interactions.
• Development of standardized materials for institutional training.
• Supporting clinical sessions with powerful visual presentations.
• Integrating with e-learning strategies or LMS platforms.

A New Era in Scientific Communication

Augmented Reality multiplies the value of scientific content by adapting it to multiple scenarios where clarity, impact, and retention are required. From a consultation with patients to an international congress, to a university classroom or a sales room, this technology expands the possibilities of medical communication like never before.
Science does not have to be abstract or distant. With tools like augmented reality, complex concepts become accessible, dynamic and fascinating. This experience created for Novartis demonstrates how technology can be an ally in medical education, enhancing understanding and engagement as well as effectively communicating scientific information.

f you’re looking for an innovative way to communicate the value of your product or therapy, at Pixel Medical Animation, we have the solution.

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